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Rebecca Hilliard is an eCommerce expert with 12 years of experience working with renowned brands such as Jimmy Choo, French Connection, ME+EM, Mylands, and This Works. She now supports premium direct-to-consumer brands with their customer retention strategies to drive revenue, loyalty, and business profitability. In this insightful discussion, Rebecca sheds light on the importance of customer retention over acquisition and shares valuable lessons for independent brands.

The Oversight of Prioritising Customer Acquisition

Many brands focus heavily on customer acquisition, investing significant resources into attracting new customers. While this is essential for growth, it often overshadows the more cost-effective strategy of customer retention. Rebecca emphasises that retaining existing customers can lead to sustained growth and profitability. It’s a misconception that acquiring new customers is the only way to expand a business; nurturing the existing customer base can be equally, if not more, lucrative.

Lessons from High Street Names

Drawing from her extensive experience with high street names, Rebecca highlights key lessons that independent brands can adopt. High street brands excel in creating seamless customer experiences, building trust, and establishing strong brand loyalty. Independent brands can learn to prioritize customer satisfaction and create personalized experiences. Unlike larger corporations, smaller brands have the ability to quickly adapt to market trends and customer feedback, turning these into competitive advantages.

Tools to Understand Customer Behaviour

Understanding customer behaviour is crucial for improving retention. Rebecca suggests various tools that can help brands gain insights into how customers interact with their websites. Analytics platforms like Google Analytics, Hotjar, Triple Whale and Sweet Analytics provide detailed data on user behaviour, such as how long they stay on a page, where they click, and where they drop off. By analysing this data, brands can identify pain points in the customer journey and make informed decisions to enhance the user experience.

Making Customers Feel Valued

One of the most effective ways to retain customers is to make them feel valued. Rebecca recommends several methods to achieve this. Personalisation is key; using customer data to tailor experiences and communications can significantly enhance customer satisfaction. Loyalty programs, exclusive offers, and personalized follow-ups show customers that they are appreciated. Simple gestures like thank-you notes or special discounts for repeat purchases can also make a big difference.


“A loyalty program can benefit many businesses and doesn’t have to be discount-driven; it can be cause-driven, like donating to charity with each purchase. Subscriptions also help with repeat purchases. High-quality content—copy, imagery, video, educational material—and excellent customer service are crucial.”

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Leveraging Customer Appreciation in Marketing

Rebecca advises leveraging the sense of customer appreciation in marketing strategies. Highlighting customer testimonials and success stories can build trust and encourage new customers to engage with the brand. Social media platforms are excellent for showcasing customer appreciation, whether through shout-outs, sharing user-generated content, or running campaigns that celebrate customer milestones. This not only fosters loyalty but also attracts potential customers.

The Importance of Customer Retention

Customer retention is not just about keeping customers; it’s about building long-term relationships that lead to sustained business growth. Rebecca explains that retained customers are more likely to make repeat purchases, refer others, and provide valuable feedback. They are also more cost-effective to market to, as they already have an established trust with the brand. By focusing on retention, brands can achieve a stable revenue stream and reduce the costs associated with constant customer acquisition.

Strategies to Improve Customer Retention

To improve customer retention, Rebecca suggests several strategies.

First, brands should focus on providing exceptional customer service. Prompt responses, effective problem resolution, and a positive attitude can turn a disgruntled customer into a loyal one.

Secondly, maintaining consistent communication through newsletters, updates, and personalized messages keeps the brand at the forefront of the customer’s mind.

Additionally, continually improving products and services based on customer feedback ensures that the brand meets and exceeds customer expectations.


In this thought-provoking episode, Rebecca Hilliard provides a wealth of knowledge on how to keep customers coming back. Her insights into customer retention, gleaned from years of experience with top brands, offer valuable lessons for any business. Whether you’re just starting your product journey or looking to refine your strategies, understanding the importance of customer retention and implementing these strategies can lead to sustained growth and success. Listen and learn how to turn your customers into loyal advocates for your brand.

You can find out more and listen to the full podcast episode here.

Rebecca Hilliard is an eCommerce expert with 12 years of experience working in the eCommerce industry for brands such as Jimmy Choo, French Connection, ME+EM, Mylands and This Works. I now support premium direct-to-consumer brands with their customer retention strategies to drive revenue, loyalty, and business profitability.



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